An Inexperienced Gym Sales Staff and Their Seven Most Common Mistakes

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The heart of true customer service is a commitment to deliver your members and prospects the most professional sales and service possible. But, there are some pitfalls. In working with many gyms across the country, we work with many facilities with new or inexperienced salespeople, which may or may not include the front desk staff serving as salespeople.

We recently completed a study for a gym that was struggling with its newly hired membership sales reps. As you read our findings, think about your team stacks up:

  1. Thinking small. Want bigger sales? Think bigger. Ask these questions: “How high is high?” and “What is my maximum potential?” Over and over I see the new or inexperienced salespeople only selling the lowest price membership the club has to offer.
  1. Lack of preparation. There is an old saying: “Success happens when opportunity meets preparedness!” We find that too many gym owners are just throwing new sales reps in the fire with little or no training.  I asked one sales rep to see her price presentation sheet and she informed me that she just writes the membership prices on a back of a piece of paper. Not exactly a prepared recipe for success.
  1. Failing to establish and/or maintain rapport. All too often the new sales reps just dives in for the sale. The key here is to talk about something you may have in common, be respectful, do some fact finding on the prospect’s goals and why they are important – and THEN move toward the sales message.
  1. Failing to really commit and establish themselves as experts in their field. Again, this is about preparedness. Naturally, you wouldn’t throw someone into sales for your club who knows nothing about fitness. Even a person who knows a limited amount, though, can be bolstered with information so as to exude confidence when talking about the club.
  1. Not listening. 90% of salespeople never listen, and are doomed to ineffectiveness. This one is a biggie, particularly when we’re rushed or feeling pressure. When new sales reps do nothing but talk, talk, talk, they most certainly will never find out much about the health club guest. Feature-dumping will only encourage the guest to check out other clubs.
  1. Failing to ask for the order. This may be hard to believe, but only 70% of all health club sales folks NEVER ask for the membership sale. Do yours?  Such phrases as How does that sound…What do you think…Do you have any questions, don’t count.  This isn’t asking for the sale.  Asking for the sale requires decent boldness: “Let’s get you started today, Mr. Smith.” (Then be quiet).
  1. Poor or no follow up. Follow up and follow through truly sets the great salespeople apart from the mediocre ones. The ongoing responsibility of the health club owner is to continually come up with new reasons for the sales rep to call back previous club The club needs to have a plan to continually reintroduce the sales rep with the non member.

So, how do you and your team stack up? How can you help them make the changes they need to become a professional salesperson and provide value-added service?

Ask yourself how you fare on each of these areas. Would you give yourself a passing mark? Which ones would need a little work? How will you change to make sure you give your customers the most professional service possible?

Give your team a chance to win by reminding them of these success tactics. Remind them to keep focused and keep working toward their goals of helping the client make a decision that is good for the client and profitable for the company.

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